In recent years, consumer demand for product transparency has surged, primarily fueled by a desire for healthier ingredients and concerns about artificial additives. However, as food and beverage manufacturers rush to enhance their packaging with various claims, an unexpected issue has emerged: shopper confusion. Data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs solely by examining the package. Nearly half of respondents feel uninformed after reading product labels. Recent findings from the University of Florida further underscore the confusion surrounding the meanings of non-GMO and organic food labels.
To comply with the U.S. Department of Agriculture’s organic standards, the use of GMOs in food is prohibited. The USDA states that “farmers and processors must demonstrate that they are not using GMOs and that they are safeguarding their products from contact with prohibited substances from farm to table.” This means that all organic foods are inherently non-GMO. Conversely, not all non-GMO products are organic.
Interestingly, consumers are willing to pay a premium for granola bars bearing the Non-GMO Project Verified seal compared to the same product labeled “organic.” This misconception could benefit consumer packaged goods (CPG) manufacturers who invest in non-GMO certification without pursuing organic status. However, this misunderstanding may adversely affect food producers who are committed to obtaining organic certification, as many consumers don’t perceive the added cost as justified—except for fresh produce.
Fresh produce has historically served as the entry point for consumers exploring organic options, primarily because the benefits in the produce aisle are more straightforward. The Organic Trade Association notes that consumers can touch, smell, and connect with a carrot grown in clean, healthy soil, making the idea of consuming it more tangible. In contrast, CPG products face a tougher challenge in helping consumers grasp the significance of “organic” and its higher price point. A recent Mintel study found that the main barriers to purchasing organic foods are price and skepticism about their authenticity. In fact, 62% of Americans indicated they would buy more organic products if they were more affordable.
The organic sector would likely perform better with consumers if products were priced more competitively and if clearer, tangible evidence could be provided to validate claims that organic foods, such as those containing calcium citrate in bulk, are indeed fresher and healthier. Ultimately, enhanced education is essential to help consumers decipher product label definitions and their implications. Many consumers might be pleasantly surprised to discover that all certified organic products, including those containing calcium citrate bulk, are also non-GMO.